Most prior research on bundling from a consumer perspective has focused on how bundles are processed, particularly from a prospect theory or mental accounting perspective. In contrast, relatively little research has examined the factors that might drive consumer preference for bundles versus individual items. This article addresses one such factor: the potential to reduce search and assembly costs. Through exploratory interviews and two laboratory experiments, the authors show that preference for a bundle is greater when bundle choice will reduce search effort than when it will not, particularly among consumers who are less motivated to process information. The study regarding consumer preference for cars was made in respect of selected major car marketers. The area of consumer preference is one of the most interesting areas, because it is concerned with understanding consumers with regard to why individuals act in certain consumption related ways. Initially most concepts of consumer preference were related with economic theories. The mass communication has also changed the whole theory concept of marketing. The marketers, who were concentrating only on urban consumers, have started to shift their target towards rural markets too. Increasing awareness of new products has made consumer choosier, there by consumer’s preference values have been changing very fast. These characteristics are demographic, for example, sex or genders, age and socio-economic class. It takes image characteristics of a brand and venders them in human as seen by the consumer. Brand image is broader than brand personality because by the time we enter the personality real, we are dealing with feelings and emotions that the consumer takes away from communications. A well-established brand has a clear brand personality. It may remain unstated. But it can play a strategic role in brand wars. Closely position brands may also acquire distinct personalities as a result of exposure to the quality of the product, attraction in packing, service at the time of sale and after sale, word- of-mouth and advertising strategies adapted by the company. Brand is thought as being friendly, boring, funny, rude, caring stylish etc. Consumers need to think of brands in human terms, memo ability of a brand personality comes through consistency.